The Convergence Imperative

Tricia Travaline | @skyword | #ContentConvergence

The ConvergenceImperative

Today’s Presenters

Jason Falls@jasonfallsAuthor, Speaker, FounderSocial Media ExplorerTricia Travaline@travwinVP, Marketing, Skyword

86% OF PEOPLE

WHO SKIP TV ADS% DECLINE IN

TECH TRADESHOW SPENDING

% OF DIRECT MAIL NEVER OPENED

SOURCES: THE GUARDIAN,. TSEA.ORG,, & EPA.GO,

stop interrupting what people love, and become what people love...

Who is Skyword?

IABC OMAHA OCT 17, 2013

CONVERGENCE

Success

(on and offline)

Public Relations

Content

Marketing Social

Jason Falls | @jasonfalls | #ContentConvergence

SEO HAS EVOLVED.

GOOGLE: NO LONGER FOOLED

> In 2011, Google launched major updates designed to stop spammers – specifically unearned links

> As more updates rolled out, tactics that had been effective became a liability

> As a result, SEO has become an earned media approach

ENTER PR + SOCIALJason Falls | @jasonfalls | #ContentConvergence

HOW GOOGLE WORKS

Ranking in 2014

Become a thought leader12 Create great, unique

content that your audience will care about

4 Do the basic technical stuff right

3 Market your content to promote it with your audience. Share it in social media

LET’S DISTILL THAT: WHAT DOES IT TAKE?

1. Creative content

2. A great user experience

3. Relationships + Storytelling

4. A dash of technical geekery

WE’RE ALL IN THE CONTENT BUSINESS

Public RelationsMessaging

Press ReleasesPitches

Blog PostsWhite Papers

Social ContentEvents

Digital Marketing

Blog postsSocial media

Ad CopyWebsite copy

Email marketingVideo

White papers

“Content is the currency for building social relationships that boost earned media.”

SO, WHAT MAKES CONTENT “GREAT”

Original SimpleValuable & Useful

Entertains

Emotional

ABOVE ALL, CONTENT MUST BE

RELEVANT TO YOUR TARGET AUDIENCE

KEY CONSIDERATIONS

Who is the audience that you need to reach?

Why will they care about you?

What are you doing to earn their interest?

What incentive do they have to share?

Finding Topics

> Ask your sales team

> Map the buying cycle

> Q/A Sites – Quora, Yahoo! Answers, etc.

> Mine social media> Follow industry,

IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence

TELLING YOUR STORY Leveraging PR> PR should be involved

from outset> Ensure content

aligned with audience> Build and nurture

relationships> Custom pitches> Utilize social media

TWEET THIS:

YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK.(ACCORDING TO GOOGLE)

CONCEPTTHE ZERO MOMENT OF TRUTH

“Shoppers make up their minds about a product in three to seven seconds.

This time lapse is called the “First Moment of Truth,” and is considered the most important marketing opportunity for a brand.

- Wall Street Journal

WINNING THE MOMENT OF TRUTH

Find your moments of truth

2 Get your message out to the right to the right people at the right time

LocalPaid

Organic Paid

[Brand] Reviews!www.brand.comReal reviews from real users.Get the facts first.

PUTTING IT ALL TOGETHERJason Falls | @jasonfalls | #ContentConvergence

CONVERGENCE

Public Relations

Content

Marketing Social

TWEET THIS:

SEARCH CANNOT EXIST IN A VACUUM.

PR, SEARCH & SOCIAL MUST BE INTEGRATED TO SUCCEED

SIX TAKEAWAYS

> If you want earned media, become the media.

> Create a content strategy, not just a blog. Get creative.

> Be willing to fail repeatedly before you find what works.

> Build (and nurture) relationships before you need them.

> Use Google Authorship.

> Research and manage your ZMOT.

123456

TWEET THIS:

The only way to truly win search is to ultimately deserve it. Be awesome and do things that make people want to talk about you.

Follow @Skyword on Twitter to learn more about the latest in content marketing

Access our resource center for additional presentations and materials www.skyword.com/resources

Or contact us directly:learnmore@skyword.comwww.skyword.com

THANK YOU!

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